Mezigenerační analýza postojů spotřebitelů k privátním značkám

Abstract

This diploma thesis focuses on an intergenerational analysis of consumer attitudes towards private labels on the Czech retail market. The aim of the thesis is to identify how different generations – specifically Generation X, Y, and Z – perceive private label products, what factors influence their purchasing decisions, and what differences and similarities can be observed in their behaviour. The theoretical part defines key concepts related to private labels, consumer behaviour, and generational characteristics. The practical part is based on quantitative research conducted through a questionnaire survey, the results of which were analysed with regard to generational distinctions. The findings suggest that the perception of private labels is evolving over time and that certain commonalities can be observed across generations, such as an emphasis on value for money, positive personal experience, and trust in the products themselves. At the same time, the research confirms that each generation displays specific traits that should be taken into account when developing marketing strategies for retail chains.